Brand Trust and Content Strategy

This unit develops students’ ability to create and signal a known, trusted brand through strategic content, video, pricing, website and sales-process design. Learners will translate the 4 Pillars of brand trust into concrete artifacts and team processes, building on foundational concepts from Unit 1 and preparing for execution, measurement, and optimization in subsequent units.

Learning Objectives

• Analyze brand touchpoints and customer signals (website, pricing pages, reviews, video, and community) against the 4 Pillars framework to identify at least five gaps that weaken trust or discoverability.
• Apply content and video frameworks—including the 80% video approach, seven cues of human content, and pricing-page best practices—to develop a content plan and produce two prototypes: a pricing-page mockup and a 60–90 second video script.
• Demonstrate the design of a unified revenue process by mapping the buyer journey, defining team roles for on‑camera and sales performance, and selecting at least three self-service tool types to reduce buyer friction.
• Evaluate website, messaging, and community strategies using a scoring rubric and deliver a prioritized action plan (top five recommendations) to increase brand trust and readiness for measurement in the next unit.